Home' Local Media Today : November 2006 Contents
(unding projects like Newspaper Next, the API based
study that is helping newspapers identify and imple-
ment practical next steps for a successful future, is
just one of the important endeavors undertaken by SNA
The significant work of this arm of SNA got a huge
enhancement with the hiring last month of Susan Karol as
Executive Director, a newly created position.
“Bringing in Susan is the next logical step for the founda-
tion”, said Nancy Lane, president of SNA and the SNA
Foundation. “We are thrilled to have someone with
Susan’s background especially her strong research, adver-
tising and academic experience to lead our foundation.
We have high expectations for the foundation and the role
that it will play in helping newspapers prepare for the
future; Susan is the perfect choice to take us to the next
“I believe the SNA Foundation Executive Director posi-
tion is a perfect fit, as it combines my more than 18 years
of suburban newspaper industry experience with my aca-
demic and research background”, said Karol. “It’s an
opportunity for me to lend this combined expertise to fur-
thering the mission of the Foundation and helping our
industry prepare for the future as information needs
change. And, I’m thrilled to be joining the SNA team, a
dedicated group of professionals for whom I have great
It is a part-time position that is expected to grow into full-
time in the coming years. The SNA Foundation previous-
ly operated through the existing SNA staff.
Most recently, Karol was Vice President of Advertising
and Marketing with Pioneer Press Newspapers, publisher
of 64 weekly community newspapers in Chicago’s sub-
urbs and neighborhoods. She was responsible for leading
all newspaper advertising sales and service divisions,
niche publishing, research and marketing.
The SNA Foundation, a 501 (c) (3) charitable trust, was
formed in 2001 and a separate board of directors was
established in June 2005. Since that time, the foundation
has developed a mission statement, sponsored two major
industry research projects and launched its first major
fundraising campaign. In addition to Newspaper Next, the
SNA Foundation also partially underwrote the recent
Belden Associations research project that is the largest
study of community and suburban newspapers ever
Since June 2005, Susan has been a member of the Board
of Directors for the SNA Foundation. Previously, Susan
was on the Board of Directors for the Pioneer Press
Charitable Foundation and a member of the SNA
Susan earned her Bachelor and Master of Arts degrees in
communication studies from the University of California
at Santa Barbara and a Ph.D. from Northwestern
University, with an emphasis in organizational and inter-
personal communication. Welcome aboard Susan!
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.ast month, I needed to sell a sofa & loveseat.
My first thought was obviously, put it in the
newspaper. When I received the delivery date
on my new furniture, I placed the ad in my 2 local
community dailies. Since it was under $500, it was
free for 3 days in each paper and it was so easy to
place the ad online.
Well, my husband called saying he had placed
the ad. I said I had already done that and asked him
where he put the ad? He said Craigslist! I couldn’t
believe that a man married to a newspaper classified
manager for 15 years would even mutter the word!
He said, well, you can put a picture on there, it
might sell quicker. Ummm... ok, let’s see which
one gets a better response! I was confident that I
would win this hands down!
2 days later, and no responses from either
Craigslist with a picture, or either local newspaper,
I was a little stumped. The price was great, the audi-
ence was there and I think by now I know how to
write an effective classified ad, what was wrong?
That day, I was talking to a friend of mine and
was telling her my situation, and she said, that I
need to sell it on the local country radio station,
they have a “swap shop” and that is where everyone
buys & sells around here. Really? A country radio
station in the middle of New England, for
buying/selling miscellaneous items? No way! Yes,
that is where she buys/sells many of her items.
Well, again, trying to prove someone that “my” way
was the right way, I decided to investigate this
“swap shop”. I found out it was an on air “flea
market” on Saturday a.m. though you could also list
what your were selling on their website. I decided to
try listing the items on the website first, it was free.
Of course, I am thinking, who is going to a local
radio stations website anyway, let alone to buy used
Apparently, a lot of people are! I received 5
responses in my first day. By then I had sold my
couch to a neighbor, and took the ad off, but imag-
ine my surprise that a radio station had a lock on the
local private party Items for Sale category!
Last month, SCAN sponsored a Classified
Conference call with Julie May, Director of
Classified Advertising at the Rochester Democrat
and Chronicle. She had some great ideas about pri-
vate party. For instance, upselling a NEW logo for
ads running the first time, or bringing a few new ads
into ROP as an upsell, and also to bring readers
back into the classifieds. Pictures work great too!
I would also suggest putting a banner type link
on your webpage to link to your online classifieds.
You may also want a “simplified” section of quick,
1 line items for sale for people who don’t want to
go into the search mode.
Has this deterred me from using my local
newspaper classifieds when I sell something, no, but
I just may ask them to jazz up my ad with some of
the above ideas!
Keep an eye out for more information on
upcoming Classified Conference Calls!
The SNA Foundation is the only organiza-
tion of its kind that focuses solely on sub-
urban and community newspapers and
supports their role as leading local infor-
mation providers, now and in the future,
through research and education.
But, we need your help! Donations to the
SNA Foundation help make possible our
participation in projects like Newspaper
Next and the recent Belden online research
study, and allows us to analyze and present
key findings through Suburban Publisher,
specialized reports, educational seminars
For information on tax deductible giving
programs, contact SNA Foundation
Executive Director Susan Karol at
firstname.lastname@example.org or (888)
486-2466. The SNA Foundation is a non-
profit 501(c) 3 charitable trust.
focused: Susan Karol
takes the helm.
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